SAS to power U Mobile user experience, execs’ decision-making

By Digital News Asia April 3, 2013

SAS’ Visual Analytics to power U Mobile’s user experience, enhance decision-making
First saw integration with U Mobile’s marketing, product development and sales depts

SAS to power U Mobile user experience, execs’ decision-making 3G mobile operator U Mobile Sdn Bhd and business analytics software and services company SAS Malaysia have announced the integration of SAS’ Visual Analytics solution into U Mobile’s operations in Malaysia.

This would give U Mobile executives immediate access to real-time consumer behavior data for significantly more informed business decisions, the two companies said in a statement. Financial terms were not disclosed.

“With the addition of powerful analytics capabilities to our operations, we are confident of continuing our strategic direction of expanding our business and increasing our market share in Malaysia,” said U Mobile chief executive officer Jaffa Sany Ariffin (pic, right).

The initial phase involved Visual Analytics being integrated into U Mobile’s marketing, product development and sales departments.

“Through SAS’ Visual Analytics, we will have an in-depth analysis of our customers’ profiles, behavior and usage patterns, which would enable us to be more proactive in analyzing and understanding our customers better,” Jaffa said.

U Mobile expects Visual Analytics to lead to better-informed decision making across the business, as executives now have fast access to important company data wherever they are.

With the big data technology and services industry in Asia Pacific projected by IDC to reach a staggering US$1.76 billion by 2016, SAS believes that there is significant demand for big data analytics in the Malaysian market.

“Analytics offers a powerful means for businesses to capitalize on their data assets, and SAS’ deep expertise in analytics has helped many businesses mine big data to find new opportunities and drive better business results,” said SAS Malaysia managing director Andrew Tan (pic above, left).

“Visual Analytics puts the power of advanced analytics tools such as correlation, regression and forecasting into the hands of U Mobile’s executives, without them requiring any pre-requisite knowledge on coding.

“With this, tasks that previously would have required significant IT manpower such as market trend predictions and sales analysis comparisons can now be done on mobile devices by the executives themselves in a fraction of the time that it used to take,” he claimed.

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